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THE NEW RAY-BAN CAMPAIGN IS AN ENDLESS ROAD TRIP

THE NEW RAY-BAN CAMPAIGN IS AN ENDLESS ROAD TRIP

Four singular characters, four stories brought together by a journey that celebrates self-expression, and calls upon everyone to embrace their true self, always seeking new emotions and experiences.

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The chosen backdrop for the Ray-Ban 2018 branding campaign depicts sun-lit roads where we become the protagonists in an endless road trip abounding with promise, with courage, and without ever renouncing our identities. The spirit of the Ray-Ban brand is unique because it is intertwined with the value of authenticity, which is reflected in this new campaign and in the four newest eyewear models, the true protagonists in this tale.

The road trip is inspired by four new additions to the 2018 collection, coming to stores in the next few months and already available online at ray-ban.com.

The Marshal sunglasses feature a double bridge and flat metal temples, while the New Wayfarer is now also available in the Blaze version, featuring a mirror block design. The Aviator Evolve combines the classic shape of an iconic Ray-Ban style with photochromatic washed lenses that change colour density with light. Ray-Ban Hexagonal optical glasses feature a six-sided acetate frame, a keyhole bridge and the iconic Ray-Ban logo on the temples.

By seeking to bridge the past with the present, this new campaign encapsulates the evolution of the 2017 edition: the road trip enables us to shake free from the past and to become the emblems of a charge towards freedom. The genius behind the camera this year is, once again, renowned photographer Steven Klein, who explains: “The central theme is about freedom, the ability to let yourself go. Living in turbulent times, something that evokes this concept for many people is the road trip. This campaign represents the notion that no matter what hardships come your way, you can be yourself, go on your own path and experience fun, optimism, creativity, love…who isn’t looking for their own personal freedom?”

These campaign stories will continue to populate every channel that connects Ray-Ban to its consumers: through its website, social media outlets, local activation strategies, the media and retailers.